Buddy gets a fresh glaze in Donut King comeback

Donut King is reaching into its archives for its latest brand push, putting the spotlight on a familiar face with strong brand recognition and a whole lot more swagger.

The retailer has launched a new brand platform with Thinkerbell, bringing its long-running Donut Buddy mascot back to the centre of its marketing.

Buddy has been part of Donut King’s brand heritage since 1981, but the new campaign gives him a considerably bigger job. The mascot will now front an integrated creative, social and media push designed to remind Australians there is more behind the counter than the brand’s famous hot cinnamon donuts.

Buddy gets his moment

The campaign leans heavily into nostalgia without leaving Buddy stuck in the ’80s. He has a dedicated theme song, an unapologetically pink world and enough energy to make a cinnamon donut look positively restrained.

Donut King head of marketing Raquel Hine said the platform had been years in development.

“Donut King has brought fun and sweetness to everyday Australian life for generations. This platform has been years in the making, taking a character who has been part of our heritage since 1981 and giving him the spotlight he deserves. 

"Buddy allows us to tap into rich nostalgia while reintroducing Australians to the full breadth of our product range in a vibrant, mischievous, and modern way.”

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From screens to the street

Thinkerbell has handled creative, social and media for the campaign, with Buddy appearing across retail OOH, BVOD, digital audio and social.

Thinkerbell national head of media, Kathryn Furnari, said bringing creative and media together from the beginning allowed the agency to use Buddy beyond a traditional mascot role.

“The real magic, or ‘Measured Magic’ as we call it at Thinkerbell, happens when creative and media are built together from day one. Buddy isn't just a static brand character, he’s the (donut) king of distinctive brand assets. 

"By matching context with tailored content, we will use retail OOH, BVOD and digital audio to geo-target in proximity to Donut King locations, and use social to deliver the message right when and where it matters most."

And yes, Buddy is AI

There is another twist to Buddy’s comeback. The entire production was created using artificial intelligence.

Thinkerbell head creative tinker Zac Goldberg didn’t bury the lede.

“Yes, this is an all-in AI production. The technology has made it possible to make more of Buddy and bring him to market all buns glazing.”

Production credits include The Fourthe and Mosaic Music + Sound, with Thinkerbell serving as creative and media agency for Donut King and parent company Retail Food Group.

In other words, a mascot born in 1981 has been handed an AI makeover for 2026. Buddy, it seems, has moved with the times.